film/television fundraising
Keeping attention in the new ‘culture of skip’ How often have you been shown a film about your organisation and asked for your thoughts? What are you actually being asked? And how do you judge what’s good and what isn’t? Peter Muffett proposes a new way to answer these questions.
Need Do you really care about the organisation you work for? Of course you do. So I’m hoping to help you make a huge difference. I want to help make you even better at what you do, wherever you do it and whoever you do it for. Have I still got you? That’s good because we live in a new ‘culture of skip’, where hard-won attention can be almost instantly lost. It’s a challenge in all media, but especially when a plethora of garbage pollutes the numerous screens on which we consume film – and considering the power that technology gives us to fast-forward or just skip unwanted advertising and content.
It’s never been easier to create filmed content. But just because you can, doesn’t mean you should – because all we are creating is a culture of skip where the new skill we all develop is the ability to quickly zone out, switch off, and skip. Just a little over 10 years ago (23 April 2005) the very first film was uploaded to YouTube (other video sharing sites are available!) – and now YouTube boasts more than 100 million users, and claims that over 300 hours of film is uploaded every single minute of every single day. As described by Mark Schaefer - perhaps one of the world’s greatest exponents of social media - we are rapidly approaching a tremor of ‘Content Shock’; an equation that looks at the fixed amount of time we have to consume content against the volume of content we are being presented.
In his words, it’s a law of diminishing Return on Influence. In my words - a culture of skip. The creation of content or film isn’t on the wane. We are only at the tip of the iceberg. So we have to fight harder to get noticed and fight smarter. We can do this by simply getting back to the basics of great filmmaking. Overleaf, I suggest a simple way to help create great films for fundraisers (and as you’ll see in the panel ALL fundraisers can use film). It is a simple way to judge and assess whether the film you are presented with is fit for fundraising purpose, or merely fit to skip.
Solution While 2015 is ten years since the first film
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| F&P Magazine | August / September 2015
Insight, analysis and inspiration for nonprofit executives and leaders
“It’s never been easier to create filmed content. But just because you can, doesn’t mean you should – because all we are creating is a culture of skip where the new skill we all develop is the ability to quickly zone out, switch off, and skip.” was uploaded to YouTube, it’s also the year we launched DTV’s The I Film Foundation. I would like to claim this is a visionary strategic cohesion of launch dates, but, just like great fundraising films, I must tell the truth: those dates are just a coincidence. The purpose of The I Film Foundation is to provide a vehicle to fund a passion of the folk at DTV – documentary films – and to help create and promote documentary film-making that creates change. What do we mean by “I” and why is it potentially relevant to you? We believe that at the core of every great film in fundraising (see all genres in the panel) there are two “I’s”. 1. “I” for the individual, the story about an individual or individuals 2. “I” for you, the donor, the supporter – and what difference you (I) can make. This simple principle, we believe, must be at the core of great film that engages and inspires action. Too often we are presented with film that: - Talks about our organisation and the great work we are doing - Proudly shows the work we’ve done, the problems we’ve solved and the need we’ve met - Portrays beneficiaries in general terms, without context and often without names Put all of this together, and we are merely talking to ourselves, giving ourselves a slap on the back, and encouraging our viewers to skip our message. Take a minute to think about the films that
your organisation produces. Then think about those documentaries that have had greatest impact, and ask yourself if they pass the two I’s test. Thinking back to some of my favourite docos – Kony 2012; Girl Rising; Blackfish; End of the Line; Black Gold; No Fire Zone and The Act of Killing – all succeed on the story of the individual, while most, I have to admit, could be better at engaging me as someone to help create change. You will often find me screaming at my screen when there is no clear call to action, no way offered for me to create change. You will find me doing this more often at most non-government organisation films, no matter their genre. So many missed opportunities!
we stand a chance of producing film that creates change. Hopefully the next time you’re asked to “have a quick look at this film we’ve produced” ... you will look at it with two I’s in mind.
Ask This is where you come in. I’m asking you to create and judge film with the two I’s in mind. Do you tell the story of or through an individual with whom the viewer can emotionally engage? Do you give the viewer a role to play? And is it clear what action you are asking them to take? If we watch films with two I’s, then we stand a chance of cutting through the clutter. We stand a chance of slowing down the skip-through rate and
Where can fundraisers use film? Film can enhance a multitude of asks and actions, such as: • Corporate partnerships • Face to face films • Direct response television – short and long form • Documentaries • Capital appeals • Campaigning • Online and digital delivered • Fundraising training • Donor development • Case for support films • Stewardship and feedback – such as impact reports
Peter Muffett Peter Muffett is CEO and co-founder of DTV Group, based in London and Europe, when the sun is shining, and who is happily spending more and more time with DTVers in Australia, New Zealand, Hong Kong and India. Peter is a self-confessed documentary junkie with his love of fundraising and DRTV providing him with an equally powerful high.
Then drop a line to plain talking, fluent in fundraising DTV. Email info@dtvgroup.asia to speak with Alex, Kerri, Angeline, Derek or Peter. Or find out more at www.dtvgroup.asia
Insight, analysis and inspiration for nonprofit executives and leaders
F&P Magazine | August / September 2015 |
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